'The Belly Flop Cafe' Makes a Splash at Hazlet Swim Club

The sleepy snack stand at the Hazlet Swim and Tennis Club will never be the same, now that pancake king/marketing genius Cliff Moore is behind the cash register.

Moore, the civic-minded owner of the popular Keyport IHOP as well as the leader of several area chambers of commerce, has taken over the lease of the food concession, which he is calling the "The Belly Flop Cafe." He's promising to wow the pool club customers with reasonably priced restaurant-quality hot food, amazing service and a menu that includes 51 kinds of ice cream.

"I want to make it so good they don't stop somewhere else before they come to the pool club," said Moore on Memorial Day, as patrons lined up on the hot pavement for their snack. "I want to make it so affordable they don't want to bring their own lunch."

On Monday, Moore was behind the window, helping customers buy pre-paid debit cards (purchase a $50 card, get $5 free, and never have to deal with small change.) A small army of employees was dishing out the The Belly Flop Hot Dog with Sauerkraut ($2.50) or Cheese Dog with Bacon ($2.75), Cheesesteak Sandwich ($5.50), Assorted Salads ($3.50 and $5.00), whole Pizza Pies (imported from a revolving list of pizzerias, $12.50) as well as cold sodas and sweet teas. 

The Hazlet Swim Club, long appreciated by members for its impressively large main pool, grassy lawn and unsnobby, laid-back lounge-chair atmosphere, nearly closed about 8 years ago when the Hazlet Township Committee said its operation was a drain on the township coffers. The pools were emptied, the employees warned to look for other summer jobs. But riled up residents packed a government meeting and successfully persuaded the town leaders to find a solution.

Today, the pool club is definitely back. Thanks to an early marketing pitch to Middletown residents whose own pool club reopening was in jeopardy, more than 450 family memberships have been sold so far, outpacing last year. More than 50 kids have summer jobs on the premises, and nearly 500 Hazlet Recreation summer camp kids get to come to pop in for a daily dip during the 6-week session at Veterans Park next door.

Cliff Moore, who comes from a background of running Boston Market and Sbarro restaurants, says he's got lots more ideas to make the club even better in 2012. Wi-fi service is up and running, so folks can work on their laptops, listen to their music, and stay longer at the club. A little used arts and crafts room next to the cafe is going to be transformed into a party room, where members and non-members can rent space for parties of up to 60 people. Waiters will roll a beverage and food cart around the club's lounge chairs, offering refreshment. And there is a breakfast, lunch and dinner menu.

Sarongs, sunblock and towels are now for sale at the The Belly Flop. Moore is thinking about renting snorkel tubes and masks and other fun beach gear. He'd like to see the club do "Kids Eat Free Sunday Night With $6 Purchase" -- between 4 and 7 p.m., when the club is not so busy. And how about Karaoke, and Movies in the Pool?

"Cliff is great," said Hazlet Swim Club Manager John Meyer, who runs the club with the input of a citizen's committee and guidance from Township Administrator Brian Valentino. "He definitely has a lot of energy."

Late Monday, patrons said they were pleasantly surprised by The Belly Flop. "I think its fantastic," said Kathy Kirk of Middletown, who was eating a cheeseburger and cheese fries with her 9-year old daughter Tori at a shaded table. "It's much better than last year. They are very fast, and very good."

Pool maintenance worker Andrew Koenig, 15, said he will probably buy his lunch a few times a week at the cafe. "It's like what I would eat at home," he said, as he finished up his cheeseburger.

The township administrator predicted this will be a pivotal year at the township's aqua-blue gem.

"There is new management style, a new feel," said Valentino. "Members who have been here for 40 years will think it's a different place," he said.